The authors of Influencer Marketing continue to write White Papers on the ongoing debate surrounding influencers. Check out some of their other work:
WP#19: Where’s The Evidence For Investing In B2B Social Influencers? – Download
WP#18: To What Degree Are Your Prospects & Customers Influenced By Online & Offline Communities? – Download
WP#17: Commissioning an Influencer Program – What is the Cost of Inaction? – Download
WP#16: Can you be Influential to a Market and still remain almost exclusively Offline? – Download
WP#15: The Hype to uncover Social Media Influencers – Download
WP#14: Are your Customers Influenced Online, Offline or Both? – Download
WP#13: The Business Influence Has Moved Online Myth – Download
WP#12: Customer Acquisition & Loyalty – Download
WP#11: Why Online Influence Measurement Is Misleading – Download
To understand the wider context of Influencer Marketing the titles below provide a good grounding, and are recommended to everyone interested in marketing. The authors’ comments on each title are in white.
The Tipping Point: How Little Things Can Make a Big Difference
How it all started. Should be on every book shelf, well-thumbed.
Edward Keller & Jonathan Berry
Defines how influence works in consumer-land. Essential reading.
Influence: Science and Practice
Robert B. Cialdini
How to influence and be influenced. Fascinating stuff.
The Dip: The Extraordinary Benefits of Knowing When to Quit
We were so wowed by page 67 we adopted it as the foreword for our own book. Read it (and the other pages too!).
The Ultimate Question
Explains why what your customers say about you matters.
The Anatomy of Buzz: How to Create Word of Mouth Marketing
The inspiration behind our thinking on how influencers optimise WOM.
Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
Kirby & Marsden (eds)
WOM by the practitioners. A how-to guide to buzz.
Robert Scoble & Shel Israel
The inspiration behind our own blog, and for our research on the influence of social media
The Long Tail: How Endless Choice Is Creating Unlimited Demand
Describes the market dynamics of social media in a nutshell.
Duct Tape Marketing
Don’t be put off by the ‘Small Business’ tag – as relevant for the largest of enterprises. Crammed with ideas.
Crossing the Chasm
Geoffrey A. Moore
Still the best description of market entry dynamics around.
Word of Mouth Marketing: How Smart Companies Get People Talking
The definitive guide to WOM – “advertising is the price for being boring.” Indeed!
Purple Cow: Transform Your Business by Being Remarkable
Inspirational. And contains the big idea that it’s useless to market to anyone other than an influencer…